I believe that the analyse of your landing page is so important to your PPC campaign that I decided to make this article a two parter.  Part 1 of ‘Analysing Your Landing Page’s Success [Part 1]‘ featured some of the stats from Google Analytics such as traffic, bounce rate, new visits, average time on site and locations of visits. With this article, I will go through the remaining stats that are effective in proving how successful your landing pages are for your PPC campaign.

What You Can Analyse Using Google Analytics Continued…

The last article of mine featured some general stats of Google Analytics you can use to get a fair idea of your landing page’s success. Now that you have a rough idea if your landing page is optimised enough or not, you can move onto optimising your campaign. Therefore, I will go through the stats which will tell you the type of people that are clicking on your adverts (just like market research in a way).


Location of Visits

Yes, I know I am bringing up a stat from Part 1. But, there is a lot more to the location I feel you need to know than I first mentioned. Different areas of the world will react different to your advert. Some will react better than others. For example, you may find the conversion rate is better for people from America so aim your blog towards that area of the globe. I made an article stating why American Traffic is Healthy For Your Blog which relates to this. See where people are coming from in the world and then see how successful it is in obtaining a conversion from them. From this, you can block out the countries with the lowest conversion rate.


Browser and OS (Operating System)

Another great way to see how people are viewing your landing page. This can prove extremely useful if you can see a strong trend from the devices people use. For example, if the majority of your traffic to your landing page use iPads, iPods or iPhones, you may want to adopt a HTML5 friendly landing page to satisfy the devices. The likelihood will be that Internet Explorer and Windows is the most used browser and OS. For this reason, create a landing page to take advantage of this. There are many different types of landing pages you can choose from, so choose wisely!


Site Speed

The site speed is great a telling you two things. Firstly, like it says, it tells you the speed of your site/landing page. Therefore, if it is on average quite slow (anything above 10  seconds I would say is slow), try to remove unnecessary junk to speed it up. Look at your website in this way:

  • Every 1 kilobyte of JavaScript takes around 1 millisecond to load.
  • This means that after the initial load of a page, 1000 kilobytes of JavaScript will take an extra 1 second to load.
  • The average website is about 5000 kilobytes in size excluding any additional JavaScript.
  • JavaScript is anything in your HTML code with <script> at the start.
  • For some websites, there is a lot of JavaScript and consequently a lot of loading time!

Due to this, I suggest if your landing page’s time to load is relatively slow, try to remove as much JavaScript as possible that you can get rid of e.g. don’t get rid of JavaScript such as Google Analytics!

Secondly, it also tells you the type of people that are viewing your site (yes, that’s right!). Here the two possible theories:

  • Your Site Speed is Slow and Average Time on Site is Low – If it takes long for your landing page too load, people will become impatient and give up on waiting for the page to load. This means, if your loading time is slow and average time on site is low, the type of people that you are advertising to are impatient people that will look for better alternatives on the internet.
  • Your Site Speed is Slow and Average Time on Site is High – This is the opposite to above. You will therefore be advertising to people that have more time and are patient enough to wait for the page to load and read the page too. This will work into your hands as you can easily take advantage of this by having lots of JavaScript on your page knowing the people you are advertising the landing page too will have the decency to wait for it to load.
As you can see, there is so much more to stats on Google Analytics that meets the eye. You can find out nearly everything an advertiser wants to know about the people they are advertising too. More importantly, you can find out the success of your landing page. If you are a PPC advertiser that doesn’t analyse their landing page, start doing it! You may have the perfect PPC campaign. Yet, without a landing page to turn the traffic into conversions, it is a pointless, and a waste of time and money.

Will created Ask Will Online back in 2010 to help students revise and bloggers make money developing himself into an expert in PPC, blogging SEO, and online marketing. He now runs others websites such as Poem Analysis, Book Analysis, and Ocean Info. You can follow him @willGreeny.

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